42 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2025 Breaking Boundaries: Innovative Approaches to Traditional Marketing Challenges: Highlights from Barcelona 2025 With an exciting move to Spain, the EL/WLA Marketing Seminar 2025 welcomed a record number of participants to explore emerging trends, share best practices and discuss innovative solutions to timeless marketing dilemmas. From managing sales growth while ensuring responsible gaming practices to navigating the complexities of both retail and digital channels, this was an opportunity to discover how to leverage new technologies and turn classic marketing challenges into opportunities for innovation and growth. The event commenced with welcome addresses from WLA President Andreas Kötter and EL President Romana Girandon. Girandon emphasized the lottery sector's core mission of raising funds for public good, stating, "For the benefit of society isn’t a slogan or a marketing tool—it is EL’s guiding star, and also our limitation. But also, our most powerful differentiator." Kötter highlighted the importance of maintaining WLA values, positive social impact, and remaining relevant to customers in an increasingly digitalized world. Keynote speaker Peter Corijn, CEO of Vucastar Consulting, discussed the evolution of marketing, emphasizing the balance between timeless principles and innovation. He noted, "The times, media, tools, the audience change, but the core marketing does not— consumer understanding is still at the heart of everything." During her Keynote Kate Ancketill, CEO and founder of business futurist consultancy GDR focused on how the diverse realities of Gen Z make them a complex proposition for marketeers, and what lotteries can do to navigate the rapidly evolving AI landscape. Two panel discussions with lottery CEOs addressed adapting to shifting landscapes and evolving consumer preferences. Rebecca Paul, President and CEO of the Tennessee Education Lottery Corporation, underscored the need to protect the integrity of games while embracing new advertising methods. Jean-Luc MonerBanet, CEO of Loterie Romande, highlighted the importance
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